January 2020

While many aspects of search engine optimization can be seen by a website visitor there are numerous items that can not be seen.

While most people will say that SEO only comes down to the content that is used on the page, they’re actually missing out on a huge portion of SEO.

There are a number of items that can not be directly seen that affect a website’s SEO like the HTML tags that are used on the page or backlinks coming from other websites to the page. These can still be seen.

If you’re looking at a page and see the regular content is a certain size, font, and color, but then other content is bigger. You could easily assume that the partner content is in an H tag whole the normal content is in a P tag.

If you’re on another website that links to your own, then you can see your backlinks.

However, there are certainly more technical optimizations that you can make on your site that an end-user doesn’t see.

We’ll cover a few of the bigger ones here:

Meta information

Meta information is one of the oldest aspects of websites and SEO. Meta tags have been in existence since the early days of HTML. They are designed and implemented to give a snapshot of what the website or web page is about.

Meta information is used to describe, categorize, link to, explain, highlight, package, validate, recommend, preview, attach, and administer a website, as well as to understand search engines’ intent when linking to your site. Each of the content-type categories has a corresponding category of meta information. When a user browses to your website, a search engine’s indexer queries the corresponding categories to discover content relevant to the user’s query.

Here is a little info on the primary Meta tags that can be implemented on your website.

Title tag

The title tag is designed to give your web page a title. This title should be the primary topic of the particular page the title tag is on.

Think of your title tag like the chapter of a book. It should provide accurate information about the webpage while also enticing potential visitors to your website.

Description tag

The description tag is like the back cover for your book. Use this tag to shortly summarize what the page is about in 1 or 2 sentences.

Like the title tag, this should clearly communicate what the page is about but should be done in a way that draws website visitors into your website.

Use strong engaging content that will make people want to come to your website and find out more.

Robot

The robot tag is a simple tag that provides permission or denies permission to your website to search engines.

This tag is not a hard enforced tag. Search engines get to decide whether they want to follow it or not, but the biggest search engines like Google do respect what you put in this tag. So it’s important not to accidentally mark a page as off-limits to the search engines when you want people to come to it.

Keywords

The keywords tag is a tag that is no longer used by search engines.

In the past, this tag was used to place your keywords and search phrases into to give better clarification to search engines on what your page should show up for.

However, this tag was pretty much always abused and spammed so the search engines stopped taking it into consideration.

Website Schema Code

A website schema is a set of guidelines and conditions that relate your website to web standards. It was created by the Internet Engineering Task Force (IETF), the working group responsible for developing web standards.

In general, schema contains information that a database system can use to assist in data conversion and retrieving. For example, schemas describe the database information and default data types. In addition to the structure of schema, different database systems differ in how they set up and work with schemas.

Since search engines must maintain giant databases of information schema helps them parse and organize that information and the information on your website into a coherent and logical way.

We’ll briefly cover some of the most common schema markup types:

Organization Schema Markup (OSM)

OSM is a wiki-based schema language. It defines a type of information that is ideally related to spatial references, such as streets, buildings, points, notes, points of interest, businesses and so on.

It is intended for websites that describe places, people, activities, businesses, and data items like these.

Schema Person Markup?

The main purpose of Schema Person Markup is to accurately display information about a person

Typically, one example is:

  • You live at 44 Selby Ct, Germantown, MD 21210, USA.
  • John lives at 55 Lanham Pl, Towson, MD 21220, USA.

This markup type may have no more than one entity but may have many relationships with multiple entities. We can then associate any schema with any entity by passing in an entity with the appropriate schema.

Because each entity is associated with schema, you can use proper names for both entities and relationships.

Schema Local Business Markup

Schema Local Business Markup (SLBM) is a recommended practice on the new schema.org, which means that you should utilize it for your business website.

It is a schema language for building site-specific business pages. If you want your customers to be able to find the items you sell on your web page, this schema code is essential for that.

It allows you to give your customers a seamless experience when requesting information through Google as Google will use the Schema information you provide in the search results regarding your business, location, services, and products.

More To Come

Multiple other technical search engine optimizations can be made to your site beyond what we covered here. Some of the most common hidden optimizations have to do with accessibility and images.

Maybe we’ll cover them in a later post.

For now, I hope that you’ve gotten some useful information from this post and put it to action.

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